Worcestershire County Cricket Club's home ground has been renamed.

The ground will now be officially known as 'Visit Worcestershire New Road', after partnering up with the county tourism company.

The partnership aims to promote Worcestershire's attractions on a global scale to bring in more tourists.



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Ashley Giles, CEO of the club, said: "We are incredibly proud to partner with Visit Worcestershire in renaming our historic ground to 'Visit Worcestershire New Road.'

"This collaboration is a perfect blend of sports and tourism, providing a unique platform to highlight what makes Worcestershire such a special place.

"We look forward to welcoming visitors from near and far to experience not only world-class cricket but also the charm and attractions of our county."

The visitor economy manager at the tourism company, Lorna Robinson, said: "This partnership with Worcestershire County Cricket Club is a fantastic opportunity to promote our county on an international stage.

"'Visit Worcestershire New Road' will serve as a beacon for the attractions, unique experiences and stunning destinations which makes Worcestershire a must-visit location.

"We are excited to work together to drive tourism in the county, increasing overnight stays to the region, supporting local businesses, and showcasing the diverse and vibrant offer we have here in Worcestershire".

Joe Tromans, the club’s Head of Commercial & Partnerships, said: "Our club’s global reach is immense, and this partnership with Visit Worcestershire leverages that influence to benefit the entire county.

"By renaming our ground to 'Visit Worcestershire New Road,' we are not just celebrating cricket, but also showcasing Worcestershire’s unique attractions to a worldwide audience.

"This initiative will play a crucial role in driving tourism, supporting local businesses, and highlighting the county’s rich cultural and natural heritage.

"We’re excited to be at the forefront of promoting Worcestershire as a premier destination."

The newly-dubbed 'Visit Worcestershire New Road' plans to host a series of events and initiatives to attract both casual visitors and cricket enthusiasts.